{"id":904,"date":"2023-03-18T10:30:41","date_gmt":"2023-03-18T09:30:41","guid":{"rendered":"https:\/\/nastenka.neologismy.cz\/?p=904"},"modified":"2023-03-20T18:33:00","modified_gmt":"2023-03-20T17:33:00","slug":"kdyz-je-milujete-neni-co-resit-aneb-reklamni-slogany-a-frazemy","status":"publish","type":"post","link":"https:\/\/nastenka.neologismy.cz\/index.php\/2023\/03\/18\/kdyz-je-milujete-neni-co-resit-aneb-reklamni-slogany-a-frazemy\/","title":{"rendered":"Kdy\u017e je milujete, nen\u00ed co \u0159e\u0161it aneb Reklamn\u00ed slogany a fraz\u00e9my"},"content":{"rendered":"

Nest\u00e1v\u00e1 se to \u010dasto. Reklamn\u00ed slogan se zal\u00edb\u00ed a\u00a0mluv\u010d\u00ed ho pou\u017e\u00edvaj\u00ed (tak\u00e9 v\u00a0modifikovan\u00e9 podob\u011b) tak \u010dasto, a\u017e se z\u00a0n\u011bho stane fraz\u00e9m \u2013 ust\u00e1len\u00fd v\u00fdraz s\u00a0n\u011bkdy p\u0159enesen\u00fdm v\u00fdznamem, n\u011bkdy ve sv\u00e9m u\u017e\u00edv\u00e1n\u00ed v\u00e1zan\u00fd na n\u011bjak\u00e9 situace. Takov\u00fdm p\u0159\u00edkladem je slogan z\u00a0reklamn\u00ed kampan\u011b Kofoly z\u00a0roku 2002 Kdy\u017e ji miluje\u0161, nen\u00ed co \u0159e\u0161it<\/em> (mimochodem: podle firemn\u00edho facebooku<\/a> pr\u00fd m\u00e1lem skon\u010dil v\u00a0\u0161upl\u00edku).<\/p>\n

V\u00fdraz lze nyn\u00ed hojn\u011b naj\u00edt i\u00a0v\u00a0mimoreklamn\u00edch kontextech, n\u011bkdy s\u00a0obm\u011bnou \u010di n\u00e1hradou osobn\u00edho z\u00e1jmena (kdy\u017e <\/i>paintball<\/i> miluje\u0161<\/i>) a\/nebo v\u00a0jin\u00e9 slovesn\u00e9 osob\u011b v\u00a0prvn\u00ed v\u011bt\u011b (kdy\u017e <\/i>je<\/i> <\/i>m<\/i>i<\/i>luje<\/i>te<\/i>). K\u00a0jeho stabilizaci patrn\u011b p\u0159isp\u011bla jak forma kdy\u017e x, (tak) y<\/i>, kter\u00e1 pat\u0159\u00ed k\u00a0charakteristick\u00fdm struktur\u00e1m v\u011btn\u00fdch fraz\u00e9m\u016f, tak v\u00fdznam \u2013 jist\u00e9 vysv\u011btlen\u00ed, ospravedln\u011bn\u00ed, resp. laskav\u00e9 pob\u00eddnut\u00ed k\u00a0p\u0159ehl\u00e9dnut\u00ed n\u011bjak\u00e9ho nedostatku, z\u00e1drhelu apod. Jak u\u017e v\u00a0roce 2010 zjistila v\u00a0r\u00e1mci bakal\u00e1\u0159sk\u00e9 pr\u00e1ce Nikol Fusov\u00e1 (Univerzita Palack\u00e9ho v\u00a0Olomouci), toto spojen\u00ed aktivn\u011b u\u017e\u00edvaj\u00ed v\u00a0b\u011b\u017en\u00e9 komunikaci i\u00a0d\u011bti. A\u00a0firma Kofola s\u00a0n\u00edm pracuje dosud.<\/p>\n

V\u011bt\u0161inou ale proces prob\u00edh\u00e1 opa\u010dn\u00fdm sm\u011brem; reklamn\u00ed tv\u016frci pou\u017eij\u00ed n\u011bjak\u00fd fraz\u00e9m, aby vytvo\u0159ili slogan, jeden ze z\u00e1kladn\u00edch stavebn\u00edch prvk\u016f reklamy. Zde n\u011bkolik p\u0159\u00edklad\u016f.<\/p>\n

Za\u010dneme v\u011btn\u00fdm fraz\u00e9mem Sta\u010d\u00ed \u0159\u00edct! \/ Sta\u010d\u00ed \u0159\u00edct a… !<\/i> ve vy\u0301znamu \u201e(\u010cl.\u00a0p\u0159ipraveny\u0301, kompetentn\u00ed, pop\u0159. z\u00e1mo\u017eny\u0301 ap. vst\u0159\u00edcn\u011b a\u00a0p\u0159\u00e1telsky v\u016f\u010di bl\u00edzk\u00e9mu druh\u00e9mu, n\u011bkdy v\u00e1haj\u00edc\u00edmu, v\u00a0nab\u00eddce sv\u00e9 pomoci, rady:) samoz\u0159ejm\u011b, \u017ee ti kdykoliv pom\u016f\u017eu, jen si \u0159ekni n. nazna\u010d!, jsem kdykoliv p\u0159ipraveny\u0301 ti pomoct, pokud bude\u0161 pot\u0159ebovat, mus\u00ed\u0161 mi to ale \u0159\u00edct.\u201c (viz Slovn\u00edk \u010desk\u00e9 frazeologie a idiomatiky 4). Tento fraz\u00e9m se v\u00a0roce 2004 stal sloganem telefonn\u00edho oper\u00e1tora a\u00a0p\u0159edch\u016fdce Vodafonu, funguj\u00edc\u00edho v\u00a0\u010cesk\u00e9 republice v\u00a0letech 2000\u20132006, firmy Oskar. Zvoleny\u0301 slogan m\u011bl podpo\u0159it novou firemn\u00ed strategii. Oper\u00e1tor uji\u0161\u0165oval z\u00e1kazn\u00edky, \u017ee po nich nebude cht\u00edt p\u00edsemn\u00e9 smlouvy, a\u00a0z\u00e1rove\u0148 je \u2013 mj.\u00a0r\u016fzn\u00fdmi hesly jako Provokuj, Flirtuj, Debatuj<\/i> \u2013 vyz\u00fdval k\u00a0tomu, aby \u017eili\/komunikovali \u201epodle sv\u00fdch p\u0159edstav\u201c. D\u00edky komponentu \u0159\u00edct<\/i> pak fraz\u00e9m vytv\u00e1\u0159el i\u00a0vazbu na hlavn\u00ed slu\u017ebu oper\u00e1tora: telefonov\u00e1n\u00ed, tj.\u00a0mluven\u00ed.<\/p>\n

Druh\u00fd p\u0159\u00edklad je z\u00a0oblasti pivn\u00ed reklamy, konkr\u00e9tn\u011b od zna\u010dky Staropramen. Jej\u00ed slogan Chlapi sob\u011b<\/i> byl sou\u010d\u00e1st\u00ed kampan\u011b z\u00a0druh\u00e9 dek\u00e1dy 21.\u00a0stolet\u00ed. V\u00a0kampani se \u2013 vesm\u011bs v\u00a0prost\u0159ed\u00ed \u010desk\u00e9 hospody nebo v\u00a0jej\u00edm okol\u00ed \u2013 parafr\u00e1zovalo t\u00e9ma soudr\u017enosti. Slogan vych\u00e1z\u00ed z\u00a0v\u00fdrazu N\u00e1rod sob\u011b<\/i>, tedy hesla vlasteneck\u00fdch n\u00e1rodn\u00edch sb\u00edrek na stavbu pra\u017esk\u00e9ho N\u00e1rodn\u00edho divadla v\u00a019.\u00a0stolet\u00ed a\u00a0n\u00e1pisu nad jeho dne\u0161n\u00ed oponou, a\u00a0modifikuje ho (co\u017e ani v\u00a0p\u0159\u00edpad\u011b tohoto v\u00fdrazu nen\u00ed nic neobvykl\u00e9ho, viz doklad z\u00a0korpusu SYN2020: \u201eTak jako je nad oponou N\u00e1rodn\u00edho divadla heslo N\u00e1rod sob\u011b, mohli bychom zde, kdyby bylo kam, vytesat slova: Javo\u0159ick\u00e1 ml\u00e1de\u017e sob\u011b.<\/i>\u201c). Zde se zam\u011b\u0148uje komponent n\u00e1rod<\/i> za substantivum chlapi<\/i>.<\/p>\n

Zazn\u011bl i\u00a0n\u00e1zor, \u017ee \u201evzta\u017een\u00ed velebn\u00e9ho hesla N\u00e1rod sob\u011b ke konzumaci piva zn\u00ed samoz\u0159ejm\u011b \u010desky\u0301m u\u0161\u00edm svatokr\u00e1de\u017en\u011b\u201c (lingvistka Sv\u011btla \u010cmejrkov\u00e1). O\u00a0tom je mo\u017en\u00e9 polemizovat, ale p\u0159edev\u0161\u00edm si v\u00a0t\u00e9to souvislosti nem\u016f\u017eeme odpustit ot\u00e1zku, nakolik disponuj\u00ed v\u0161ichni recipienti tohoto reklamn\u00edho sd\u011blen\u00ed pov\u011bdom\u00edm o\u00a0dany\u0301ch kulturn\u00edch souvislostech \u2013 jinak \u0159e\u010deno, zda jsou v\u0161ichni schopni rozkl\u00ed\u010dovat ve sloganu v\u0161echny odpov\u00eddaj\u00edc\u00ed vy\u0301znamy. Kampa\u0148 Chlapi sob\u011b<\/i> byla ka\u017edop\u00e1dn\u011b u ve\u0159ejnosti obl\u00edben\u00e1, z\u00edskala i\u00a0mnoh\u00e1 ocen\u011bn\u00ed a\u00a0p\u0159inesla podniku zv\u00fd\u0161en\u00ed obratu.\u00a0 Staropramen svoje slogany po n\u011bkolika letech m\u011bn\u00ed, zazn\u011blo tedy nap\u0159. t\u00e9\u017e: \u017dije\u0161 jen jednou.<\/i>, Jedno n\u00e1s spojuje<\/i>. nebo V\u017edycky dr\u017e\u00ed spolu<\/i>.<\/p>\n

Z\u00a0dal\u0161\u00edch fraz\u00e9m\u016f na\u0161lo do reklamy cestu nap\u0159. p\u0159\u00edslov\u00ed \u0160aty d\u011blaj \u010dlov\u011bka<\/i> (\u0161ampon Alpecin: Vlasy d\u011blaj \u010dlov\u011bka<\/i>) nebo p\u0159\u00edslov\u00ed Kdo um\u00ed, um\u00ed<\/i> (pivovar Kozel), Caesar\u016fv v\u00fdrok Veni, vidi, vici<\/i> (v reklam\u00e1ch obl\u00edben\u00fd, nap\u0159. pivovar Litovel: P\u0159i\u0161el, vid\u011bl, Litovel<\/i>), slovesn\u00fd fraz\u00e9m m\u00edt n\u011bco z\u00a0krku<\/i> (prost\u0159edek proti bolestem v\u00a0krku JOX: JOX\u2026 a\u00a0m\u00e1te to z\u00a0krku!<\/i>) a\u00a0jin\u00e9.<\/p>\n

V popsan\u00e9 funkci se fraz\u00e9my vyskytuj\u00ed pom\u011brn\u011b m\u00e1lo a\u00a0v\u011bt\u0161inou v\u00a0modifikovan\u00e9 podob\u011b. Vysv\u011btlen\u00ed lze z\u0159ejm\u011b hledat na jedn\u00e9 stran\u011b v\u00a0povaze sloganu, na stran\u011b druh\u00e9 v\u00a0povaze fraz\u00e9mu. Slogan se opakuje ve v\u0161ech reklamn\u00edch prost\u0159edc\u00edch a\u00a0zaji\u0161\u0165uje tak rozpozn\u00e1n\u00ed vy\u0301robku, zna\u010dky nebo firmy, \u010d\u00edm\u017e spoluvytv\u00e1\u0159\u00ed jejich image. Slovo slogan<\/em> poch\u00e1z\u00ed ze skotsko-galsk\u00e9ho sluagh-ghairm<\/i>, co\u017e znamen\u00e1 \u201ebojov\u00fd pok\u0159ik\u201c. Jeho centr\u00e1ln\u00ed funkc\u00ed je funkce identifika\u010dn\u00ed. T\u00edm se ov\u0161em implikuje, \u017ee by slogan m\u011bl by\u0301t individu\u00e1ln\u00ed, aby tak pomohl odli\u0161it jednoho bojovn\u00edka, jeden podnik \u010di vy\u0301robek od druh\u00e9ho. Fraz\u00e9my jako jednotky jazyka ulo\u017een\u00e9 v\u00a0ment\u00e1ln\u00edm lexikonu mluv\u010d\u00edch se zpravidla se svou neexaktn\u00ed v\u00fdznamovou strukturou u\u017e\u00edvaj\u00ed v\u00a0nejr\u016fzn\u011bj\u0161\u00edch situac\u00edch a\u00a0v\u011bt\u0161ina z\u00a0nich se tak ned\u00e1 fixovat na ur\u010dit\u00fd konkr\u00e9tn\u00ed obsah. Proto fraz\u00e9my najdeme mnohem \u010dast\u011bji v\u00a0hlavn\u00edm textu reklamy.<\/p>\n","protected":false},"excerpt":{"rendered":"

Nest\u00e1v\u00e1 se to \u010dasto. Reklamn\u00ed slogan se zal\u00edb\u00ed a\u00a0mluv\u010d\u00ed ho pou\u017e\u00edvaj\u00ed (tak\u00e9 v\u00a0modifikovan\u00e9 podob\u011b) tak \u010dasto, a\u017e se z\u00a0n\u011bho stane fraz\u00e9m \u2013 ust\u00e1len\u00fd v\u00fdraz s\u00a0n\u011bkdy p\u0159enesen\u00fdm v\u00fdznamem, n\u011bkdy ve sv\u00e9m u\u017e\u00edv\u00e1n\u00ed v\u00e1zan\u00fd na n\u011bjak\u00e9 situace. Takov\u00fdm p\u0159\u00edkladem je slogan z\u00a0reklamn\u00ed kampan\u011b Kofoly z\u00a0roku 2002 Kdy\u017e ji miluje\u0161, nen\u00ed co \u0159e\u0161it (mimochodem: podle firemn\u00edho facebooku pr\u00fd … Pokra\u010dov\u00e1n\u00ed textu Kdy\u017e je milujete, nen\u00ed co \u0159e\u0161it aneb Reklamn\u00ed slogany a fraz\u00e9my<\/span><\/a><\/p>\n","protected":false},"author":16,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":true,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[41,183,182,40,181],"class_list":["post-904","post","type-post","status-publish","format-standard","hentry","category-aktuality","tag-frazem","tag-identifikacni-funkce","tag-prislovi","tag-reklama","tag-slogan"],"_links":{"self":[{"href":"https:\/\/nastenka.neologismy.cz\/index.php\/wp-json\/wp\/v2\/posts\/904","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/nastenka.neologismy.cz\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/nastenka.neologismy.cz\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/nastenka.neologismy.cz\/index.php\/wp-json\/wp\/v2\/users\/16"}],"replies":[{"embeddable":true,"href":"https:\/\/nastenka.neologismy.cz\/index.php\/wp-json\/wp\/v2\/comments?post=904"}],"version-history":[{"count":14,"href":"https:\/\/nastenka.neologismy.cz\/index.php\/wp-json\/wp\/v2\/posts\/904\/revisions"}],"predecessor-version":[{"id":975,"href":"https:\/\/nastenka.neologismy.cz\/index.php\/wp-json\/wp\/v2\/posts\/904\/revisions\/975"}],"wp:attachment":[{"href":"https:\/\/nastenka.neologismy.cz\/index.php\/wp-json\/wp\/v2\/media?parent=904"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/nastenka.neologismy.cz\/index.php\/wp-json\/wp\/v2\/categories?post=904"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/nastenka.neologismy.cz\/index.php\/wp-json\/wp\/v2\/tags?post=904"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}